For the longest time, smartphone games have been relegated to the deep recesses of life. In my early years of smartphone ownership I found myself playing them during my most boring times. Even so, the ensuing doctor’s appointment, sandwich, or speeding ticket penalty always seemed more interesting than what the market had to offer. I didn’t leave my progress excited for the next opportunity to play. This changed with Rovio’s Angry Birds.

Angry Birds offered a simple concept. The game-play was not revolutionary. For me, what differentiated Angry Birds from its casual gaming competition was its soul. The characters had very distinct personalities that gave the game life. It did not simply offer a start screen and a couple of levels. Each level was complex and, even after their initial completion, challenged users to perfect their strategy. How many times have you had an early victory dance cut short by the flashing of two accursed stars?

The series is now a runaway success and has become a marketing powerhouse with clothes, toys, candy, movie tie-ins, and even a theme park. Children these days identify with Angry Birds just as we identified with Super Mario Brothers. This is unprecedented for a smartphone game and speaks to the smartphone’s increasing presence.

Tech Crunch had the opportunity to hear from Rovio on the present and future of Angry Birds. It sounds like the future is very bright. There are important nuggets of information to glean. For one, Rovio’s largest current market is China. No surprise, considering that China will soon surpass the US in smartphone ownership. Another important note is the fact that Rovio almost gave up on Angry Birds in the midst of tough times. A fun and inspiring example that shows perseverance has its rewards.